"Their priorities are clear. They are keen to protect their alcohol sponsors from messages that might offend them but do nothing to stop alcohol promotion that might offend health-promoting sponsors."

Healthway has a deal with the Western Warriors worth more than Aus$2 million ($1.9 million).

"I think (it) is just outrageous... that Cricket Australia isn't allowing us to put out a very mild message," Daube said.

CA said the Healthway advert was refused not because it conflicted with the messages of other sponsors, but because it conflicted with CA's view that the relationship between alcohol and sport is one of consumption in moderation.

"We believe Australian cricket has a responsible relationship with alcohol," a CA spokesman said.

"It is better to engage with the reality that many fans enjoy a responsible drink than it is to turn them off with a prohibition message they don't believe."